Perhaps no other industry was hit quite as hard by the COVID-19 pandemic as tourism. As travel ground to a halt, destination marketing organizations realized they must be ready to quickly ramp up messaging as lockdown measures were lifted. A message that was concurrently hopeful and not tone deaf was needed…and needed quickly. Visit Mississippi was no different.
Utilizing an extensive library of existing footage and imagery from both MWB and Visit Mississippi, MWB was able to script, develop, and produce a :30 commercial, :15 social media ads, as well as a print ad series within a week’s time, and deploy an extensive media traditional and digital media plan in key markets across the Southeast.
Visit Mississippi developed the “Mississippi Is” campaign concept based on showcasing the varied assets Mississippi has to offer across the state. MWB was charged with collecting footage and editing into a series of broadcast-ready commercials that showcased the brand.
MWB focused on key Mississippi hospitality assets that align with travel decision drivers: food, arts and culture, nightlife, and resort amenities. We addressed each of these subjects as “hype videos” with proprietary sound tracks.
Visit Mississippi wanted to feature iconic Mississippi restaurants and trendy eateries in a unique way. MWB produced a series of “tasty videos” for social media that walked viewers through recipes for famous dishes and cocktails.